The impact of branding strategies on consumer behavior: A case of Kopje Spares in Zimbabwe.

Abstract

Modern-day consumers have become so conscious about the product brands they buy and their behaviours and preferences have always been shifting. In response, businesses ought to employ effective branding strategies that directly address the shifting behaviours of consumers. This study was focused on studying the impact of branding strategies on consumer behaviour in the context of Kopje Spares - a retailer and wholesaler of automobile products in Zimbabwe. A mixed methodology and descriptive case study design was followed in conducting this research. Quantitative data for the study was collected using structured self-administered questionnaires from 64 customers that have been transacting with Kopje Spares for at least five years. Descriptive statistics - descriptive frequencies, percentages, mean and mode and standard deviation were the analyses used to describe the research findings. The findings emerging from the key informant interviews involving 3 top managers drawn from the case study company were used as corroborating evidence to the quantitative findings. Quality of automobile products, experiences of friends and relatives with the automobile products on offer, brand exclusiveness and uniqueness, shop image or overall company brand and visible exterior brand attributes of the automobile products were found to be the most crucial elements of brand positioning strategy in the automobile industry. In terms of brand extensions, the consumer prefers new automobile brand extensions, if the existing parent brand is strong and successful, new brand extension fits well with the quality of the existing parent product, the consumers had previous superior experience with the existing parent product, new brand extension has superior and innovative features and if the launching company has a good reputation for launching successful multiple brands. In addition, brand sponsorship positively influence the attitudinal beliefs of consumers by altering their beliefs of perceptions toward liking the sponsoring brand or company; this then positively influence the perceptions of consumers regarding the image of the involved automobile company. Correlation analysis demonstrated that brand positioning; brand sponsorship and brand extension have a statistically significant positive influence on consumer buying behaviour. This study recommends that utmost attention should be given to the quality of the automobile products they sell since customers in this industry value quality, durability and reputation of the product manufacturer. These automobile companies should always forge alliances with internationally recognised automobile products manufacturers with renowned brands.